How to engage customer in co-creation of innovation? Implications for marketing activity
How to engage customer in co-creation of innovation? Implications for marketing activity

Summary/Abstract: In modern approach to innovation, the main emphasis is put on the use of ready-made ideas or solutions proposed by customers. Building a co-creating relationship with the customer requires continuous improvement through a conscious and customer- driven innovation. The involvement of customers in the innovation process becomes a hallmark of modern marketing. The study is purely a theoretical consideration of customer engagement in co-creation of innovation process. The paper provides a typology for customer innovation, describes motivators for engagement in the innovation process and offers guidelines for customer-to-business collaboration in innovation process. Conclusions are drawn regarding the potential for the use of customer cocreation in innovation process in marketing-related applications. Customer innovation co-creation thus constitutes a promising positioning strategy which managers can pursue in order to build a competitive advantage in the marketplace.

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